Milano Design Area

MIDA is a fictional graphic design museum situated in Hangar Bicocca, Milan. The brand image takes inspiration from the industrial environment of the whole area around it. MIDA is indeed born from the ashes of an old industrial complex upgraded to museum. Concrete, wood and rust are the main material reference for the brand DNA. The main brand identity is plain and sober, recalling the post-industrial heritage, but artisanal. The building gives shape to the logo, the juxtaposed pitched roofs remind the shape of a M, the first letter of MIDA. The logo has been waved in a barbed wire, a broken texture that enriches the printed elements and the interiors. All the materials used are recycled and reused: wood, fabric, paper.

The first exhibition held by MIDA is dedicated to the famous duo Jessica Walsh and Timothy Goodman. MIDA's minimalistic and clean image brand wants to shape itself on the guest's style and integrate it. In this case we got inspiration by the "Quote on Shit" project, which sees the duo rescuing old garbage objects and giving them a new life. We personified some of those object into the characters of the two designers.
Moreover we designed a game which starts during the exhibition and keeps going also outside the museum in MIDA's app. The game is inspired by the "12 Kinds of Kindness" and its aim is to propose the same social project to the visitors of the exhibition.